4 Things Media Buyers In Kenya Should Expect In 2024 & Beyond.

As the media landscape transforms and diversifies, planners must adapt and develop new strategies–especially given how rapidly media consumption habits change. Adaptability to emerging technologies and trends is a skill that will define the media planner's role in 2024. With the advertising industry constantly evolving, media buyers must be quick to adopt new tools, platforms, and methods.

Multi-platform media planning is essential for media buyers in 2024, as audiences consume a multitude of digital and traditional media simultaneously. Crafting cohesive media strategies that span social media, streaming services, and traditional outlets like television and print is complex because it requires an understanding of each platform's strengths and audience demographics.

A Steady Rise In Digital Media 

Digital growth is fast in Kenya. Currently, the internet penetration in the country stands at 32.7%, with 17.86 million users reported in 2023. The growth has influenced change in the media, evolving in streaming TV and videos on digital platforms such as Netflix, YouTube, and social media.

This is driving the evolution of media consumption. From early 2023 to early 2024, Kenya’s social media users increased by 3.6 million, while online video streaming increased to 22%.

Despite the shift to digital, traditional cable and broadcasts are dominant. The statistics reveal that television commanded a robust 57 percent viewership share in both the first and second quarters of the 2023/24 fiscal year, while radio maintained its stronghold with 58 percent and 57 percent listenership during the same period.

In 2024, traditional media planners/buyers should be aware of the evolving media landscape and the importance of adapting to digital advancements. It's crucial to understand the changing consumer behavior and the rise of digital platforms. Audiences are spoilt for choice – in platforms and content. That means their eyeballs are in all-new, all-different places that offer new possibilities for storytelling in media buys.

Data-Driven Strategies 

When it comes to data-driven targeting strategies for media planners, there are a few options to consider. 

One approach is demographic data to target specific age groups, genders, or locations that align with your target audience. Another is leveraging psychographic data, which focuses on the interests, values, and behaviors of your audience. By understanding their preferences, brands can tailor their messaging to resonate with them. Additionally, you can use contextual targeting, where you place ads in relevant content or alongside specific topics. This ensures that your message reaches the right audience at the right time.

Navigating Economic Uncertainties

Economic factors such as inflation or shifts in consumer spending patterns can significantly impact advertising budgets. Kenya’s overall advertising expenditure in 2023 decreased by 7% compared to 2022. Betting & Gambling, Media and Communication sectors downsized their media investment (7%, 20%, and 29% respectively) driving a decline in TV spending.

Media buyers will invest in real-time reporting buying and reporting to ensure they operate with agility and adaptability. The result will be a greater focus on relationship-building and proving ROI value.

The Future of AI and Emerging Technologies

With the continuous advancement in generative AI and emerging media technologies, media buyers can tap into creating effective campaigns that maximize impact and manage ad budgets more effectively. In a more predictable media landscape, media buyers can focus on channels and times that yield the best engagement, and optimize media plans in real-time rather than spread resources thinly in a dynamic media landscape.

Media buyers must embody a blend of analytical, strategic, and creative abilities. They need a data-driven approach to create effective media buys, technology, and creativity to reach audiences with the right messages at the right time.

Improve your return on investment. We work with brands to strategize reaching target audiences in the moments that matter. Drop us an email at marketing@reelanalytics.net